With more than two decades of experience in the lettings industry, Toby Martin MARLA is a highly respected consultant, trainer, and industry advocate. As the founder of Toby Martin Consultancy, he applies his deep knowledge, creativity, and passion for continuous learning to help property professionals enhance their businesses and raise industry standards.

Having worked his way up through every role in lettings—from office assistant to director—Toby possesses a comprehensive understanding of the sector, which he considers a badge of honour. His practical experience, combined with his MARLA accreditation, positions him as an expert in the field, dedicated to supporting the growth of lettings businesses through mentorship and training.

Toby’s influence extends well beyond his consultancy work, with a strong presence on social media platforms like LinkedIn, TikTok, and Instagram. His candid, engaging content has earned him recognition within the industry and a loyal following of professionals who appreciate his insightful commentary and approachable style. Toby’s posts cover everything from legislative updates to business strategy, all delivered with clarity and a touch of humour.

In addition to his consultancy, Toby serves as the West Country Regional Executive for ARLA Propertymark, is a trustee for The Propertymark Trust, and mentors the next generation of professionals through Agents Together. His continued commitment to raising standards and supporting industry peers ensures that Toby remains a key figure in shaping the future of the lettings sector.

Q. Toby, as the founder of Toby Martin Consultancy and a recognised MARLA-accredited professional, you recently appeared on Chris Webb’s podcast where you shared valuable insights drawn from your experience in the lettings sector. For those who may have missed it, could you begin by giving us a brief overview of the core themes you discussed — particularly those most relevant to agents looking to strengthen their business in today’s market?

A. Absolutely – it was a proper chinwag with Chris, and I really enjoyed it. The episode dug into some big ideas, but here are the core bits that I think agents need to hear right now:

  1. Trust is your brand. In a market that’s tougher than a two-day-old baguette, people don’t just want competence — they want connection. If you’re not showing up in a human, relatable way, you’re just another face in the crowd. I talked about how agents can build real-world trust through personality-led marketing, transparent communication, and elevating their service beyond the basics that are expected of them.
  2. Lettings isn’t second-best – it’s the crown jewel. One thing that really grinds my gears is when sales agents either ignore lettings or treat it like the ugly duckling of the business. Lettings is the part that carries long-term value. If you’ve got ambitions to one day sell your business for a chunky sum, you’re not going to get there on sales alone. You need a lettings department that’s well-run, well-loved, and worth something.
  3. Your business should be more like a house – not a clone. I often say that building an agency is like building a house. The foundations – compliance, processes, and systems – they need to be solid. They’re not the sexy bit, but without them, everything else wobbles. But once those are in place, the fun begins. Your house can be whatever you want: bold colours, quirky design, unexpected features. Yet so many agents copy the same beige interiors. There’s so much power in difference — so don’t be afraid to decorate your business in your own style.

Q. In a recent post you shared some thought-provoking insights on the potential trajectory of AI — referencing a speculative but striking timeline called AI 2027. You spoke about the very real possibility of machines taking over not just routine tasks, but also major decision-making roles, and the urgent need to pause and ask, “Should we?” rather than just “Can we?” 

Could you expand on your thoughts around this — particularly how you see these developments affecting the property and lettings industry over the next few years?

A. That AI 2027 post definitely got people talking — and that was the point. It painted a pretty extreme picture, but sometimes we need to play out the “what ifs” to get serious about the should we?

Here’s my take: yes, AI is amazing. Yes, it’s going to transform how we work. But if we all use it in the same way, we’ll all look the same. And that’s my biggest concern right now — that AI is slowly draining the personality from our businesses.

You only have to look at the recent trend where everyone used AI to generate action-figure-style dolls of themselves. For the first five minutes, it was fun. But before you knew it, the whole feed was full of near-identical plastic versions of people. And that’s what happens when we don’t pause to think. Same tools, same output, same identity crisis.

I’m not against AI — far from it. I use it every day. But I use it deliberately. You wouldn’t buy a rocket launcher and fire it off without reading the manual first, would you? Yet that’s what a lot of people are doing with AI: throwing it at their brand without considering what it’s doing to their tone, their message, or their voice.

The real opportunity lies in using AI intelligently. Make it your assistant, not your creative director. Keep your hands on the wheel and your voice at the centre — otherwise, you risk becoming just another plastic action figure on someone’s scroll.

Q. You recently wrote that “Trust isn’t earned by accident – and it definitely doesn’t come free with a Rightmove subscription.” It’s a striking statement — especially in an industry where portal presence is often seen as a proxy for credibility.

In your view, what role should platforms like Rightmove play in an agent’s strategy — and how can agents move beyond the portal to build genuine trust with landlords and movers?

A. Ha, yes — that line caused a bit of a stir, didn’t it?

I’m not anti-portal. Rightmove is like a high street location — useful for visibility, expected by many, but not the thing that earns trust. You wouldn’t say, “I opened a shop on the high street, so everyone must love me.” That would be daft. Yet we often treat portals that way.

To build real trust, agents need to be present before someone’s ready to move. That means showing up with value — not just listings. Share insights. Tell stories. Educate your audience. Host workshops. Follow up personally. Send the WhatsApp video. These are the things that make people feel known and looked after.

Portals can bring leads. But trust turns them into clients.

Q. You’ve built what many would call a bit of a cult following online — your posts regularly spark conversation, and you’ve clearly struck a chord with agents across the UK. What’s particularly interesting is that you describe yourself as a self-professed introvert.

How have you managed to carve out such a strong voice in the industry — and what advice would you give to agents who want to build influence, but don’t feel naturally “loud” online?

A. Referring to myself as an introvert never fails to provoke a raised eyebrow — which always makes me smile. Because if you’d told 25-year-old me I’d one day be recording videos and posting on LinkedIn every week, I’d have asked if you’d mistaken me for someone else.

I am an introvert. But that doesn’t mean I don’t have something to say — it just means I prefer to think before I say it.

The key for me was realising that it’s okay to post as myself. I used to think every LinkedIn post, Instagram Reel, or email newsletter had to be presented as a glossy, polished product — in its Sunday best, hair neatly brushed, with a perfect Windsor knot.

But in reality we distrust perfection. We ourselves are imperfect, and therefore struggle to connect with people and businesses who strike us as suspiciously inauthentic. What resonates with most people is personality, honesty, and expertise. And humour — possibly the most underappreciated business skill.

So to other introverted agents: your quiet thoughtfulness is a superpower. Use it. Share your perspective. Tell real stories. You don’t have to be loud to be heard — you just need to have something worth saying.

Q. In your recent analysis of the Spring Budget, you highlighted the government’s ambitious target to build 1.5 million new homes by 2029. You also discussed the potential implications of these plans on the housing market, including challenges related to construction targets and affordability. Could you share your perspective on how these developments might impact the lettings sector and what letting agents should be considering in response?

A. The target to build 1.5 million new homes by 2029 sounds great on paper — but delivery is where the wheels often wobble.

For letting agents, there are a few key implications to watch:

  1. Supply will (hopefully) rise, but not evenly. New builds tend to cluster, so the effects will vary wildly by region. Agents should be tracking what’s planned locally, not just nationally.
  2. Affordability could shift renter behaviour. If more affordable ownership options appear (big if), some tenants may move out of the private rental sector. But with interest rates still tight and rental demand high, I don’t see a mass exodus just yet.
  3. Opportunity lies in preparation. Agents who understand planning pipelines and build relationships with developers now will be better placed to manage and let those new homes when they do arrive.

In short: don’t panic, but do plan. This is one of those changes that’ll reward the agents who are thinking two steps ahead.

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